Last year about this time, I wrote about the growth of mobile technology and our love of smartphones and tablets, stating that mobile devices have become so convenient to use they are now an integral part of our “on-the-go” lifestyle. Since then, mobile usage has continued to expand at every level. The rapid rise in mobile technologies has dramatically changed the way that we communicate at work, at home, and while out and about. It is estimated that mobile internet users will exceed the number of desktop internet users by 2014 (and that is just weeks away).
The latest trends in mobile technology now require us to develop online marketing that is mobile compatible including websites, emails, search, and social media. Reaching customers while they are on the go is essential. Let’s take a look at some of the mobile trends and stats for the major online channels.
Stevens 470 has transitioned to a marketing consultancy specializing in marketing strategy, education, and online content development. The services are customized for business owners, entrepreneurs, and key marketing staff. Tina Stevens will continue to work from the studio in Westfield and will collaborate with colleagues as projects require. The Stevens 470 website has been redesigned to represent the new programs www.stevens470.com.
At Stevens 470 we have long been advocates for landing pages. As online advertising opportunities expand and evolve, landing pages are becoming even more imperative for your online success. Let’s take a look at them in this month’s article.
Last month I wrote about the importance of optimizing your website for search engines because people searching have a need, and if you can fill that need, you have the opportunity to acquire those searchers as customers.
Social Media in Your Marketing Mix While social media is also a part of your online marketing, it plays a different role in your marketing mix. People engage with social media to socialize, share interests, and keep in touch with the people and businesses they have chosen to connect with. They are most likely looking to be entertained and informed versus looking for a particular product or service.
Stevens 470 worked with Puffer Printing to build a website that fits their brand and provides visitors with information on the services they offer. We designed the website and then developed it within a powerful Content Management System (CMS) that allows Puffer Printing to make their own updates through an easy-to-use text editor.
Stevens 470 worked with Air Compressor Engineering to build a new website that highlights the scope of their company and the products and services they offer. We created the website design and functionality to incorporate Air Compressor Engineering's updated marketing goals. The website features a mobile compatible design that looks and functions beautifully on any desktop, tablet or smart phone.
For a number of years we have been hosting monthly coffee hours at Stevens 470. These one hour presentations are a complimentary program we offer to the business community in order to share information on marketing, design, and web technology. We enjoy connecting with the interesting mix of people from a variety of businesses that gather around our conference table each month.
When we ask people from this business community what topics they would like to learn more about, the response is very often "social media." It seems that no matter what industry people are from, social media is top of mind as a marketing challenge. It is much less often that someone responds with search engine optimization (seo), even though it can have a profound effect on the traffic to their website.
Conference Presentation and Client Innovation Awards
Earlier this month, Tina headed for Minneapolis to attend "Art Materials World 2013," the annual conference of the International Art Materials Association (NAMTA). The organization is recognized as a leader in the support, sustainability and advocacy of art and the art/creative materials business.
Stevens 470 worked with Strathmore Artist Papers on the signage and artwork for their booth, as well as the package design and marketing materials for their new featured products. Strathmore was a finalist for the Art Business Innovation Award this year, for their line of Toned Sketch fine art papers. Stevens 470 designed the product packaging for the Toned Sketch art pads and rolls.
Email continues to be a strong marketing channel. Email remains a powerful communication opportunity since most of us are constantly checking our email - on our computers, laptops, tablets and smartphones. 42% of email is now opened on a mobile device (Litmus Email Analytics Jan 2013). This means you can be sending emails at any time with a good chance that they will be opened by some of your recipients. Email broadcast software makes it easy and affordable to build a graphic email using a selection of templates. Constant Contact is one of the most popular options, but there are many others including Emma, Vertical Response, and MailChimp.
Stevens 470 has been working closely with Champney's Restaurant & Tavern in preparation for their reopening. Projects included updating the brand, developing a marketing plan, designing promotional materials and menus, and developing the website. Upcoming projects will include print ads, billboards, and other marketing pieces.
To develop your multichannel marketing plan, it is important to define your goals and objectives, so let’s look at the main steps in creating your plan. Once your plan is in place, you can then determine what marketing channels will best reach your audience.
1. Establish a Communication Objective 2. Define Your Target Audience 3. Analyze the Marketplace 4. Develop a Unique Selling Proposition 5. Craft Your Support Points and Find the Benefits 6. Create A Themeline to Keep on Track
Strathmore's new Online Workshop Series offer you the opportunity to learn techniques from experienced artists through online videos and downloadable instructions.
Stevens 470 worked with Strathmore to build the website's registration process, classroom features and social functionality, as well as providing branding for the instructional videos, and creating emails for the promotional campaign.
Stevens 470 worked with S. Reichelt and Company to update their brand and develop new marketing materials. The goal for this rebranding was to showcase the company's professional and unique personality. Projects included a new logo, business collateral, a new website, and a photography session in their brand new office space in West Springfield.
We all talk about it, but few of us actually follow through. That comparison came up as I was talking with colleagues about the difficulty businesses have committing to a long term marketing plan, and many seem to be looking for a quick solution for reaching major business goals. I wish that we had a magic pill to offer, but to achieve lasting and tangible results, ongoing work is required. Seldom have I met a business owner that did not have some great ideas for marketing their business, and many get started working on them. The problem arises when ideas are not pursued long enough to make a difference and show results.
Stevens 470 has launched a new awareness campaign for Shriners Hospitals for Children - Springfield. The goal of the campaign is to highlight the specialized orthopaedic, rheumatology, and cleft lip and palate services provided by the hospital.